After UCLA, I went to Loyola Marymount University and then Chapman University — to get my teaching credential. While at Chapman, a big emphasis was placed on the success of a student’s learning. The following are steps to test the effectiveness of your approach.
- (S)he doesn’t understand what I’m saying.
- I don’t understand what (s)he’s saying.
- I’m not being clear.
Most of the time, it’s #3 – I’m not being clear.
It is not because the student does not understand what I am trying to teach; it is because I am not being clear when teaching it.
How does this apply to us?
When trying to market an idea or business, make sure that your audience has the fundamental tools to comprehend what you are saying. This procedure is called “scaffolding.”
Scaffolding is when you build a strong basis and continue stacking it with more knowledge. Ultimately, by arming your users with the proper information, you can market concepts clearly and effectively.
Conclusion
The next time someone does not understand something or your campaign, remember that maybe it’s you.
I would really love to hear your thoughts on this.
Sincerely,
Lawrence Chan
No related posts.
The sushi is awesome :D
Makes sense! Thanks.
Makes sense! Thanks.
Exceptional lesson. Without a strong foundation, you have nowhere but down to go.
In nursing school, I had a professor who launched into flights of fancy during her lectures. We were supposed to be learning fundamental components to recognizing when a patient was going into shock. Somehow the professor became caught up in the memories of a patient…telling us about his hair and his posture and his eyes (which all eventually came into play as clues to how she knew he was NOT getting better), but for us students, we didn’t have the ABCs (airway, breathing, circulation) of assessment under our belts and picking up on other clues meant nothing to us. Once she stepped back and realized we didn’t know what she knew, she reframed the lesson and built upon the most necessary points, eventually leading us into the little telltale signs that a more experienced nurse would pick up on as he/she is making their assessment.
Same goes for cooking, building homes, photography, or anything else. Can’t teach a baby how to tackle a steak until he’s off the bottle, right?
Exceptional lesson. Without a strong foundation, you have nowhere but down to go.
In nursing school, I had a professor who launched into flights of fancy during her lectures. We were supposed to be learning fundamental components to recognizing when a patient was going into shock. Somehow the professor became caught up in the memories of a patient…telling us about his hair and his posture and his eyes (which all eventually came into play as clues to how she knew he was NOT getting better), but for us students, we didn’t have the ABCs (airway, breathing, circulation) of assessment under our belts and picking up on other clues meant nothing to us. Once she stepped back and realized we didn’t know what she knew, she reframed the lesson and built upon the most necessary points, eventually leading us into the little telltale signs that a more experienced nurse would pick up on as he/she is making their assessment.
Same goes for cooking, building homes, photography, or anything else. Can’t teach a baby how to tackle a steak until he’s off the bottle, right?
I have been thinking about the need for clarity and simpicity a lot lately. Great post Lawrence. Simple. Well spoken and easy to understand yet mastery is where the real knowledge takes hold…like chess.
I have been thinking about the need for clarity and simpicity a lot lately. Great post Lawrence. Simple. Well spoken and easy to understand yet mastery is where the real knowledge takes hold…like chess.
I´m Lawrence, it´s a greate artilce!
Thanks! (Teacher!)
I´m Lawrence, it´s a greate artilce!
Thanks! (Teacher!)
As usual thanks for sharing. Nobu did the same for my taste buds…New Style Sashimi.
that sushi is beautiful!!! Great post!
that sushi is beautiful!!! Great post!
Good! Simple and good.
Many times we (or I) think I am explaining a concept perfectly. Or it’s as simple as a photo that I’m using for a certain section on my website. Anyone with some sense will get it, right? Not exactly. I get that a lot from my wife. She doesn’t get some of the ideas I have because what I’m doing isn’t getting the point across well. I must say, it’s quite humbling to recognize that my delivery methods aren’t always working.
For this, it is good to bounce ideas and concepts off of people you trust and people who have a different perspective than you do.
Those are my thoughts.
-BHurdle
Good! Simple and good.
Many times we (or I) think I am explaining a concept perfectly. Or it’s as simple as a photo that I’m using for a certain section on my website. Anyone with some sense will get it, right? Not exactly. I get that a lot from my wife. She doesn’t get some of the ideas I have because what I’m doing isn’t getting the point across well. I must say, it’s quite humbling to recognize that my delivery methods aren’t always working.
For this, it is good to bounce ideas and concepts off of people you trust and people who have a different perspective than you do.
Those are my thoughts.
-BHurdle
Hey Lawrence
This is not only a well written piece, but more importantly there is a great point being made here which refers to a fact. That if a client doesn’t understand what it is you’re trying to say, that it’s you who needs to better convey what it is you’re trying to get across. I like the scaffolding Idea……… great analogy.
Oh gosh the sushi was ridiculously good! Everyone must try it if in Denver – please. Thinking about Sushi Den makes me hungry. Is it wrong to eat sushi for breakfast? Good thing most sushi restaurants don’t open that early.
I would like to highlight what a few of you said – “simple” – which is partially the route to take when conveying a message. I was tempted to write an elaborate story of how the evening unfolded (because there was a lot more that happened), but had to remember that it strayed from my point.
1. Know your audience
2. Know the goal
3. Deliver it
Seems simple enough… ciao!
Hey Lawrence
This is not only a well written piece, but more importantly there is a great point being made here which refers to a fact. That if a client doesn’t understand what it is you’re trying to say, that it’s you who needs to better convey what it is you’re trying to get across. I like the scaffolding Idea……… great analogy.
Thanks Morris!
Actually, the “scaffolding” concept is credited to Chapman University; build upon previous knowledge to form a high rise of information.
It’s so easy that we forget who we are talking to sometimes, whether that be potential clients, friends or even a perfect stranger. Good simple tips for our progressively complex world.
Oh yeah: You must try Nobu in LA or Oahu!
It’s so easy that we forget who we are talking to sometimes, whether that be potential clients, friends or even a perfect stranger. Good simple tips for our progressively complex world.
Oh yeah: You must try Nobu in LA or Oahu!
I had the pleasure of working for Jeff while he was at Pictage. I respected how he was unabashedly forward with this thinking. It’s all about Ockham’s razor when it comes to brilliant marketing.
OK, I’m hungry now! Looks so good! haha
OK, I’m hungry now! Looks so good! haha
This so applies to branding as well, when I started, I wanted to use a certain name,had these great ideas and concept and it all made sense, but only to myself, I was a tapper and not a listener so a wise person told me about a study they did where people had to tap common songs like happy birthday to you, and others had to listen and guess, the tappers all thought it made perfect sense and how can you not get it while the listeners had no clue what it was , once I understood that I was the only person getting it for it did nothing for others, then the light bulbs went on and I went to clean,simply me,my name and not some other fancy name.
This so applies to branding as well, when I started, I wanted to use a certain name,had these great ideas and concept and it all made sense, but only to myself, I was a tapper and not a listener so a wise person told me about a study they did where people had to tap common songs like happy birthday to you, and others had to listen and guess, the tappers all thought it made perfect sense and how can you not get it while the listeners had no clue what it was , once I understood that I was the only person getting it for it did nothing for others, then the light bulbs went on and I went to clean,simply me,my name and not some other fancy name.
Great work… thanks for the info. Great to see you in Denver.
Great work… thanks for the info. Great to see you in Denver.
Great article! Thanks for sharing!
Great article! Thanks for sharing!
Amen Lawrence. You are always so wonderful!
Amen Lawrence. You are always so wonderful!
Ah dang… my name is definitely JANA not Jan.. whoops
Ah dang… my name is definitely JANA not Jan.. whoops
And now I’m not seeing the post I sent where my name was Jan. I make no sense.
Here it goes again: “Amen Lawrence! Thanks for being so wonderful!”
Woo..
And now I’m not seeing the post I sent where my name was Jan. I make no sense.
Here it goes again: “Amen Lawrence! Thanks for being so wonderful!”
Woo..
You’re so funny Jana I’m going to post all 3 comments :)
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Nice post. I agree totally… as a business person rather than find blame elsewhere, when I took responsibilty for something not working eventually I got it right and enjoyed the benefits. Something I never would have gotten done had I blamed my client, the economy, the unscrupulous competition, etc.
The greatest revelation I have experienced yet in the process of selling photography as a small business was the absolutely vital practice of actively listening and questioning clients. I’m not suggesting an interrogation but a very conversational style that is comfortable for everyone. Asking questions of others and carefully listening is a very helpful way to build trust. It also helps you detects problems with your business’ messages more efficiently.
Nice post. I agree totally… as a business person rather than find blame elsewhere, when I took responsibilty for something not working eventually I got it right and enjoyed the benefits. Something I never would have gotten done had I blamed my client, the economy, the unscrupulous competition, etc.
The greatest revelation I have experienced yet in the process of selling photography as a small business was the absolutely vital practice of actively listening and questioning clients. I’m not suggesting an interrogation but a very conversational style that is comfortable for everyone. Asking questions of others and carefully listening is a very helpful way to build trust. It also helps you detects problems with your business’ messages more efficiently.